The graphic charter

The aim here is to describe the European Quarter in a few words/sentences so as to have a reference text (pitch) which could be this. 

Formerly a district of business and institutions, the European Quarter is now becoming one of the most dynamic and amazing neighbourhoods in Brussels. It offers an opportunity to discover and experience the unique alchemy between an unparalleled multicultural intensity and the famous Brussels spirit that is joyful, welcoming and festive. A mosaic of secret places, remarkable architectures, little lost corners, gardens, terraces and museums, the European Quarter is an experience in itself, a surprising journey between hypermodernity, a surprising mix of backgrounds, creative innovations and Brussels traditions.

The brand platform

DNA
Multiple identities, multiple spaces, multiple functions and multiple targets brought together in a living neighbourhood, imbued with a human and open European spirit.

VALUES
Open: generous, human, convivial, fluid, sympathetic, smiling, optimistic, inviting, accessible, close, respectful
Inclusive: welcoming, transversal, mixed, democratic dialogue, mutually enriching, cosmopolitan
Ambitious: contemporary dynamics
Innotative: creative, original, lively, greener, culturally committed

POSITIONING
A space for living, creating and meeting that is as varied and welcoming as Europe and the Brussels-Capital Region. A melting pot of languages, cultures and influences in the heart of the city, which serves as a meeting point for all Europeans and Brussels residents.

VISION
A district that, on a daily basis, must embody the European ideals of being diverse, decompartmentalised, open, while resonating with its Brussels character. The EQ is the seat of democracy for millions of people. A multicultural Europe as a common base. We must place ourselves on a human level rather than an institutional level.

Territories of expression identify the subjects on which written and narrative communication can and must be expressed. As such, the main territories of expression of the European Quarter are the following:

A lively, animated and dynamic territory
Contrary to old misconceptions, the European Quarter is a territory rich in humanity and activities. This richness is directly linked to its character as a mosaic of places and sites which, when joined together and integrated, form this unmissable neighbourhood.

The heart of Europe and Brussels
The European Quarter is the seat of the European institutions and, as such, the capital of the European Union. This means that you can meet Europeans from all walks of life there. But it is not an ivory tower, it is a neighbourhood connected to the city with a Brussels identity as strong, true and authentic as that of other, more famous, areas (Les Marolles, Saint-Gilles, the Sainte Catherine district, etc.). 

Culture
As a result of its cosmopolitan, lively and multicultural character, the European Quarter is a cultural mecca. There is always something going on.

An innovative territory, a laboratory of coexistence
Thanks to the diversity of influences and cultures that coexist here, the youthfulness of those who live and work there, and the will of the Brussels institutions, the European Quarter is a laboratory for projects, initiatives and novelty. If you want to discover some of the most experimental and experience-driven activities in Brussels, you have to go to the European Quarter. 

Intimate and popular
The European Quarter is not only the main avenues of the institutions, it is a mosaic of intimate and secret places to discover, routes to follow and encounters that express both European diversity and the deep-rooted traditions of Brussels.

Nature in the city
Thanks to its many gardens and parks, as well as the urban planning choices made by the region, the European Quarter is becoming a neighbourhood where nature and the city blend effectively and effortlessly, and where the role of greenery has been reconsidered in terms of both ecology and the well-being and comfort of residents and visitors.

The tone of voice specifies the narrative approach to be taken. The elements of language identify the keywords and expressions to be used when talking about the European Quarter.

Enthusiastic, relaxed and cheerful
The European Quarter is a cheerful, festive and dynamic place. The narrative must express this enthusiasm.

Curious and inspired
There is always something going on and you can see things here that you can't find elsewhere and that you want to share. New things, new experiences, new places to discover...

Open, welcoming, diverse and inclusive
There is always a warm welcome in the European Quarter, which perfectly expresses the subtle mix between European/international cosmopolitanism and Brussels conviviality. An incomparable alchemy that cannot be found anywhere else. Whoever you are, you can thrive by being yourself.

Cosmopolitan, global and multicultural
Different cultures, styles, minds, ways of thinking and languages from all over the world... the European Quarter is the happy, dynamic, festive and trendy place where people from all over the world meet.

The elements of language specify the expressions, vocabulary and narrative approaches to be promoted. Here, the elements of language help to define the key messages of the communication.  

A genuine Brussels neighbourhood
The European Quarter is not a territory or a zone, it is a real Brussels neighbourhood with its own identity, its secret spots, its spirit (which includes the positive aspects of the Brussels spirit). 

Human, lively, popular and surprising
The European Quarter is home to several European institutions, hence its name, but also to museums, businesses, housing, parks and squares. It is, first and foremost, a neighbourhood home to a human community that shares living spaces, activities and experiences.

A community identity (open)
What defines a neighbourhood is also the sense of shared community of those who live there and that defines a spirit. This spirit of an open, joyful and welcoming community must be expressed by those who create it. This can be expressed by the use of "we" for example.

Positive, emotional and sensory
The European Quarter is a place of pleasure, physical and mental well-being, discovery, experiences, stimulation of the senses and the soul. This will be conveyed by words or expressions that express these sensations and describe experiences (including food and aesthetics, for example). 

Surprising and trendy
There are always surprising and astonishing things in the European Quarter (on which the narrative focuses) that have to be discovered. If you want to discover the new places to see in Brussels, you have to go to the European Quarter. 

A new way to do professional
The European Quarter is, of course, also a neighbourhood of activity and work, but in cultural conditions of modernity. Working there is interesting, relaxed (cool), welcoming, open to the world and committed (what we do is create a positive direction for the world). 

Embodiment of the European idea
By becoming all this, the European Quarter truly expresses the European spirit, the spirit of Europeans, of all those who love this community of nations and cultures, who love to meet and exchange, who love to share, have a drink and have fun together.

The objective here is to render/express (real and fictional) testimonies of experiences in the European Quarter to highlight the salient points of the narrative.

Workmates
"When Ana, our new Romanian colleague, joined us, we obviously wanted her to discover the neighbourhood, her new world. Where to have a drink, where to shop, buy books, relax, enjoy different cuisines, etc. At the same time, we all discovered new corners of the European Quarter, which we were able to add to our address books of new shops, gourmet venues and businesses that we didn't know before. Habit had made us forget that we have an incredible amount of facilities, and how lucky we are to live in a neighbourhood that is open to everyone and so open to the world. We were proud and happy to share it with Ana."

Friends
"Julie, Penelope, Arthur and I have been friends since childhood. And even though we have different academic backgrounds in Brussels, all four of us dream of working for the European institutions. This is one of the reasons, but not the only one, why we regularly meet at the European Quarter, one of our favourites in Brussels. This was the case last weekend. The weather was wonderful and the neighbourhood is more colourful and full of activity every time we come here. We did Experience Europe, which we had not seen before (very good), then ate traditional chips from place Jourdan (which are still some of the best in the world) before going to sit in Cinquantenaire Park to enjoy the sun and the sweetness of spring. And to complete this truly beautiful day, we found ourselves on place du Luxembourg for a spot of bar-hopping. We love this place, we meet people from all over Europe, we speak all kinds of languages... It's really special and that's what we like."

Family/tourists
"Max, Victor and their two children, Lara and Noé, arrive in Brussels on the night train from Geneva. This is their first visit to the capital of Europe and they are excited to discover this city they have heard so much about. They have each made a list of what they want to see and their desires lead them first to the European Quarter, the beating heart of this exceptional historical adventure that is the construction of Europe. The neighbourhood is very green, how wonderful! And the atmosphere is fantastic, the diversity, the dynamism, the museums, the cafes and restaurants. Both architects by profession, Max and Victor have a passion for the architectural richness of the facades, this particular mix of modernity, classicism, tradition and originality. It could have been an awful mess, but the alchemy works perfectly and creates an atmosphere, an aesthetic, a world that is very special. But of course, they are not just here to admire the houses and monuments that the children are less interested in. So, off they go to the Museum of Natural Sciences, followed by some legendary chips with mayonnaise and then off to let off steam in the park. They discover a neighbourhood they had never imagined to be so cosmopolitan, so lively, accessible, welcoming and intense. Contemporary rubs shoulders with traditional, ties with T-shirts, different languages blend together, seriousness and good-naturedness have never gone together so well, and they'll be taking the train home without a touch of nostalgia. But they know that they will always be welcome here."

Inhabitants
"Camille and Jean, both 55 years old, have lived in the European Quarter for almost 20 years and are delighted with everything that has been happening there in recent years. Their respective professional activities (Camille's medical practice and Jean's flower shop) are located a few hundred metres from their home and that's quite a comfort. The neighbourhood is so lively that, as soon as the sun appears, they have acquired the habit of meeting at the end of the day for a walk in Cinquantenaire Park before visiting their favourite café on place du Luxembourg. Then the evening is theirs... Jazz on place Jean Rey or a retrospective of 1950s cinema in Leopold Park. Music, culture, creativity, conviviality, green spaces... all the riches that this neghbourhood offers. They wouldn't leave for anything in the world."

The full logo
The logo consists of two elements: the initial "Q" and the name. The initial is the letter "Q" for Quarter. The round shape is a symbolic representation of the centre of the European Quarter and has an open aspect that reflects the neighbourhood's welcoming and friendly character. The colour of the initial can vary. The name consists of three words: "EUROPEAN QUARTER BRUSSELS". It is created using the "Knockout" font and appears in a fixed colour which is a blue, inspired by the main colour of Europe and the Brussels-Capital Region.

The negative version

The full logo in black and white
When the medium or the method of reproduction does not allow the use of the logo in colour, only then will we use the black and white logos. In this case, the name of the positive version will be put in 100% black and the logo in 40% black. However, the name of the negative version will be in white with the initial also in 40% black.

In some cases, the initials of the name "EUROPEAN QUARTER BRUSSELS" (and the initial) may be used separately and in variable proportions/widths of letters. The choice between option A or B will depend on the format of the medium. Option A for square or round formats. Option B for more vertical formats.

Safety zone and minimum size
To preserve the clarity and impact of the logo, a safety zone and a minimum size must be respected. For better brand visibility, it is important to respect this rule. The minimum protection zone of the logo is defined by a square (x) formed by the height of the body of the letters "EUROPEAN QUARTER BRUSSELS". The height of the logo cannot be less than 25mm.

Unauthorised versions
The logo may not under any circumstances be distorted or modified. The few examples presented here are all prohibited versions.

The graphic system is based on the initials of the name "EUROPEAN QUARTER BRUSSELS" built from a singular typography, namely "Knockout". The play on letter widths and the placement of the second colour allow the expression of multiplicity within the body of the compact logo. Only the colours red, orange and green, from the main range, may be used.

Here, the letters become windows. They open literally onto images expressing the dimension of experience... alive, exciting, friendly and kind. Only the letters E, Q and B can be used as windows. Depending on the use, it is possible to insert images into two letters, as shown on these examples.

Here you'll find some examples of communication media 'on behalf of the district'. This means that it is the neighbourhood itself that is sending the message. The choice of the different possibilities offered by the identity system will depend on the messages to be communicated. When communicating the actual identity of the neighbourhood with the objective of branding, building the brand, the compact version of the logo may be preferable, containing, within the letters themselves, visuals conveying meaning and constituting the identity. When communicating on a specific topic, on a particular offer, such as a concert for example, the typography and colour codes will be followed, with the full logo as a signature.

The goal of this shared brand, European Quarter Brussels, is to be adopted and used by as many partners and stakeholders in the neighbourhood as possible.

There are two possible scenarios:

1. Branding: each stakeholder in the neighbourhood can add the QE logo to their communication. It takes the form of the compact logo with the name of the neighbourhood spelt out. The choice of the second colour of one of the letters is left to the discretion of the user, in compliance with the possibilities offered in this charter.

2. The neighbourhood is a partner alongside other supporters. In this case, the full logo should be used.